MEMBERS APPROVE CHARTERED DESIGNER

Yesterday the members of the Chartered Society of Designers voted overwhelmingly in favour of amending the Royal Charter to grant powers to set up the Register of Chartered Designers.

On the day when the Society celebrated the 35th Anniversary of the award of the Royal Charter granted on 19 May 1976, members gathered at 1 Carlton House Terrace to hear our President, Chris Ramsden FCSD set out the rationale for the amendments and give an overview of the proposed initiative.

The meeting marks the end of an exhaustive period of consultation within the Society and the wider design sector which began with the first phase of amendments to the Bylaws at the AGM in December 2009. Throughout this period members have been able to express their feelings, concerns and support for the initiative in all of the Society's social networks, internal communications and meetings.

However, holding a Royal Charter and being a registered charity means that we also have a duty to deliver benefit to the public and stakeholders including: design providers who are not CSD members, design users and those in design education. To this end, we are grateful to those in the design press who brought this initiative to such a wide audience in their regular publications and via their related online news and blogs. This has ensured a much wider consultation than we considered possible.

In addition, we have held in depth consultations and discussions, made presentations to various design related trade and professional bodies and met with representatives from relevant government departments, education and the Design Council.

Expressions of support for setting up the Register and awarding the title have been received from various design related bodies, both large and small in representation, and already there are expressions of interest from those wishing to apply for a licence or to be involved in the development of this important initiative. All of this has been very encouraging and re-assuring after many years of consideration, deliberation and development.

The decision of the members to approve the setting up of the Register is arguably the most significant development in the Society's 80 year history. Whilst achieving the Royal Charter in 1976 was a momentous achievement for the profession, some considered that only members of the Society benefit from this status. In contrast, this initiative to set up the Register of Chartered Designers is extended to all those practising design that belong to a design body licensed to award the title in accordance with the standards set by a licensing committee.

The introduction and award of the title Chartered Designer will finally signal to society that designers may be held in the same esteem as their professional counterparts in other areas of commercial and social endeavour who have long held such a title.

In a sector, such as design, which encompasses a multiplicity of activity and which is expanding into ever new areas, a clear and simple overarching professional identification is essential in establishing a coherent and united design community with the ability to be heard and listened to in order that it may play its legitimate role in advancing the interests of commerce and society in a global context.

The amendments having been agreed by the members will be presented to the Privy Council. They in turn will consult with the relevant government departments and seek approval for the amendments before requesting Royal consent.

Discussions are already underway to form a licensing committee which will set out the relevant processes for awarding the title based on the Society's Genetic Matrix of competences which provides a framework for professional design practice and underpins all of our various accreditation initiatives including the CSD Course Accreditation Programme.

Given that this initiative is in keeping with and supports fully the existing Royal Charter object of achieving a recognised profession of design, which in turn strengthens the whole UK design sector and adds value to the brand of UK design and creativity, the Society remains confident in anticipating approval later this year for an initiative that clearly fully addresses the demands of the sector and government.

A MARQUE ABOVE THE REST

The introduction of the new corporate identity has provided the opportunity to develop a long awaited members' marque. Over the past year we have received an increasing number of requests for some form of identification that members may use to signify their status as a professionally accredited designer and member of CSD.

Developing a marque to be used by individual members and those working for consultancies or in-house design teams has not been an easy task for the simple reason that the Society only accredits the individual and not their employer.

Allowing members simply to use the Society's logo in their practice publicity does not sufficiently protect the value of the brand. An example would be where a practice might employ 10 designers and only one is a member of CSD. Any use of the CSD brand would indicate that the practice and 9 other designers are accredited by CSD which would not be the case. Allowing such a system of usage would also prove impossible to monitor as the Society is not always aware of which company a member works for, whether or not the company employs CSD members or simply because a member may leave that employment.

To have allowed the use of our intellectual property in such a way would dilute its value for those who have been accredited and who are members of the Society. It would also make it impossible for clients or the public to identify those accredited by CSD thus preventing the Society from fulfilling its object to act for the public benefit.

Our Members and Fellows have always been able to identify their status by using MCSD or FCSD respectively after their name both of which are registered trademarks of the Society. A great deal of effort has been invested in policing the use of these trademarks to ensure they remain of value to those members who invest in acquiring and maintaining their status.

We have now developed a marque that allows members to display their status within their practice or consultancy material but which also protects against any misuse. The members' marque incorporates the new Minerva logo illustrated by Chris Mitchell FCSD which has received widespread praise from members. In addition, the marque has been designed to ensure that it is qualified by listing those designers working in the practice who substantiate the use of the marque.

Of course, at present some small practices may only have one CSD member whereas others may have 10 or more. Therefore the new marque allows for the expansion of the background block to accommodate the members' names and their relevant affix.

A choice is available for members to use providing either a horizontal or vertical expansion. There is also a choice when using the marquee, be it in the single corporate blue colour or black to allow print cost maximisation.

Full guidelines for the use of the marque in all its various applications will be available in June and eligible members will receive notification from the Society. We will also instigate an IP protection policy to ensure the marque, which is registered as a 'collective trademark', is only displayed by authorised users. The introduction of the members' marque is key to our current strategy and yet another significant development in the promotion of professional recognition.

Once again the Society is indebted to Peta Miller FCSD for overseeing the development of the marque as part of the new corporate identity.

NEW WORK BY QUENTIN BLAKE FCSD UNVEILED ON THEATRE WALLS

Quentin Blake FCSD has unveiled a new large-scale work created as a gift to London’s Unicorn children’s theatre to celebrate its 5th anniversary and support its work with underprivileged children. The Unicorn is dedicated to the creation and presentation of great theatre with children and young people at its heart. It is a home for theatre made for young audiences by brilliant artists. We make and champion theatre that inspires young people to think differently about the world. We listen to the voices of young people, give them space to create, and show the world from their point of view.

The well-loved children’s illustrator has created a procession of brand-new theatrical characters on the theatre’s walls. The first stage of the mural, with characters adorning the walls of the theatre on every floor, was completed in the autumn of 2010 and has been delighting the Unicorn’s audiences ever since. The final group of characters, which now dominates the theatre’s foyer and welcomes people into the building, has now been added to complete the work.

Quentin conceived the mural as a gift to the Unicorn to support the theatre’s Play Your Part campaign, which is raising funds to help engage underprivileged children in theatre and art. He explains: “I think of illustrating as a kind of theatre on the page, so it is a particular pleasure to be working with the Unicorn on this campaign. We want to inspire children by putting pictures on the walls, supporting literacy in schools and commissioning writing for the stage, and we invite you to join us on this magical journey.”

For further information on Unicorn Theatre please visit www.unicorntheatre.com

BOOK REVIEW

HEGARTY ON ADVERTISING
by John Hegarty

John Hegarty is one of the world's most famous advertising creatives. He is the founding partner and Worldwide Creative Director of Bartle Bogle Hegarty (BBH), with offices in London, New York, Shanghai, Mumbai, São Paulo and Singapore.

This is Hegarty’s first book and could easily be compared to David Ogilvy's bestselling Confessions of an Advertising Man. The book is both an advertising credo and a brilliantly entertaining memoir. The first part offers John’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling and Technology. In the second part, he talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of BBH in 1982 and its rise to global renown and ending with his new career as a winemaker in the Languedoc.

All the important questions in advertising are addressed: What makes a great idea? How do I pitch to a client? How do I start an advertising agency? What effect will new technology have on advertising? How do I keep my creative edge? Wry and packed with insider anecdotes on the people and the work, Johns' advice is always direct, totally accessible and 100% no-nonsense. Here is a book that no creative professional should be without after all it provides the wisdom and insight from the man who created many classic images: who can forget Nick Kamen in the launderette waiting for his Levi Strauss or the immortal line 'Vorsprung durch Technik'.

Hegarty on Advertising by John Hegarty is published by Thames & Hudson (RRP £16.95) CSD members can buy the book for £14.95 including UK mainland delivery (overseas costs available on request) using the promotional code in the members’ area of the CSD website.

NOTE THIS

JAMES STIRLING – NOTES FROM THE ARCHIVE

James Stirling is increasingly regarded as one of the most innovative architects of the twentieth century. The exhibition includes work spanning five decades and showcases over three hundred rarely seen drawings, models, photographs, notebooks and sketches, James Stirling: Notes from the Archive will reveal Stirling’s design process and particularly his interest in the interplay between tradition and modernity. Showing at Tate Britain from 5 April to 21 August 2011, it is co-organised by the Canadian Centre for Architecture, Montréal and the Yale Centre for British Art, New Haven.

Read more http://www.tate.org.uk/britain/exhibitions/

Image: Clore Gallery (Tate Britain) London, England: study model for the east elevation 1978–86, James Stirling / Michael Wilford fonds, Canadian Centre for Architecture, Montréal © CCA

TRACEY EMIN – LOVE IS WHAT YOU WANT

Showing at Hayward Gallery from 18th May to 29th August 2011 this exhibition showcases Tracey Emin is one of Britain's most celebrated contemporary artists. This major exhibition covers every period of her career, revealing facets of the artist and her work that are often overlooked. Featuring painting, drawing, photography, textiles, video and sculpture, in works that are by turns tough, romantic, desperate, angry, funny and full of longing. Visitors will have the opportunity to see seldom-seen early works and recent large-scale installations which are shown together with a new series of outdoor sculptures created especially for this show. Since the early 1990s, Emin (b.1963) has used her own life as the starting point for her art, exposing the most harrowing and intimate details of her personal history. Sometimes confrontational or sexually provocative, her work resonates with the 'personal political' legacy of feminist art while at the same time speaking to relationships in general.

Read more http://www.southbankcentre.co.uk/home

LONDON JEWELLERY WEEK

Running from 6 to 12 June 2011, this is a citywide celebration of London’s unique position in the world of jewellery design, production and retail incorporating a wide range of events and activities across London including: collection launches, exhibitions, seminars and demonstrations, workshops, ‘meet the designer / meet the buyer’ events, receptions, jewellery fashion shows, tours of London’s traditional jewellery sectors and activities for children and more. The aim is to showcase London’s diverse jewellery sector – from luxury brands to emerging designers; to create an opportunity the public to engage with the industry; and to encourage consumers to enhance their lives through jewellery.

Read more http://www.londonjewelleryweek.co.uk/events

MEMBER'S PROFILE

PAL PANG FCSD

Pang has been working in Hong Kong since his graduation from the University of the Creative Arts where he studied interior design. He set up his practice, Another Design International (ADI), in 2002 to provide interior design to both commercial and residential sectors in Hong Kong and beyond. ADI provides comprehensive design solutions with a fluid approach, matched by commitment to quality and innovation.

The practice has created a distinctive style for both private and corporate clients becoming a successful design company, always listening and collaborating closely with clients including: Hutchison Whampoa, Maxims, Kowloon Development, McDonalds, Wai Yuen Tong & LuLu Cheung, as well as car showrooms for Jaguar.

Pang has produced award winning designs for the retail sector which were awarded the ‘design for Asia Awards’ in 2007 and 2008 as well as the Hong Kong Institute of Surveyors award for best environmental design. We can see below some of these examples.

His latest project “Horizon Heights” won Best Interior Design at the Asia Pacific Property Awards 2010, whilst his publication “Design of Faith & Devotion” is sold world-wide. Pal Pang is a Fellow of the Chartered Society of Designers having recently upgraded his membership.